Strategic Leadership through the Eyes of the C-Suite course, which welcomed nine CEOs to speak with students during the fall semester, might be more aptly named Strategic Leadership from the Mouth of the C-Suite.

John D. Johns, president, chairman and chief executive officer of insurance company Protective Life, opened the final session of the semester telling UAB School of Business students emphatically, “Cheap is not a strategy!” He explained that, much like dating, you want customers to like you for you — so they will not chase competitors that drop prices.

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